Emphasis On Brand Remodeling And Technology R & D Domestic Sports Brand Upgrade To Be Tested

Recently, the domestic sports brand

The first AntapluS store was opened in Changchun.

According to official sources, AntapluS is a brand new independent brand for Anta, aimed at high-end consumer groups, aimed at brand remolding.

In addition, according to Anta earnings data, its new technology A-FLASHFOAM (Flash Technology) running shoes brought Anta 2 billion 400 million yuan of sales.

In addition to Anta, Lining, XTEP and XTEP, both of the other three major sports brands in the country, are in the process of brand remodeling and technology research and development, which is a collective upgrading of domestic sports brands.

But its effect remains to be tested by the market.

In the AntapluS store, you can see 499 yuan for a pullover, 549 yuan for shoes and $599 for ~599, and some sports and leisure clothes are priced at 599 yuan, which is much higher than that of the original product of Anta.

And some of them are already approaching the forefront of sports brand Nike.

A self media person who focuses on sports marketing told the China Commercial Daily reporter, "AntapluS did not carry out a lot of media publicity. The opening of such stores is a test of the market.

If consumers respond well, then conduct large-scale shop laying.

If this independent brand can be successful, Anta will gain more consumers in the second tier cities without losing the original three or four line consumers.

It is still a question whether AntapluS can conquer consumers by products and allow consumers to recognize the new brand.

Compared with Anta, Lining took advantage of the international platform 2018 New York autumn and winter fashion week to brand the brand, relying on social networking and e-commerce channels, making use of the public's cognitive bias toward Chinese goods, and attracting young consumers through the "Chinese style".

This has also achieved good results.

Li Ning Co's 2017 performance report shows that its revenue has reached 8 billion 874 million yuan, net profit is 520 million yuan, and the net profit growth of up to 56% is four in China.

The highest.

The industry believes that Lining's way of using the Chinese culture complex has always been able to work. It also needs market and time tests. If the show series does not have high technology empowerment, and the price is not very close to the people, this marketing method may encounter "applause".

Another two domestic sports brands 360 degrees and XTEP are also exploring brand promotion in their respective fields.

According to the 2017 annual report, it has 1241, 1030 and 378 sales outlets in Brazil, the United States and Europe respectively.

The European countries that have been extended to the world include Britain, Germany, France,

Switzerland and so on.

In 2017, the brand also entered many new markets, such as Canada, Russia, Spain, Israel and Italy.

XTEP mainly promotes brand awareness through sponsoring major events.

According to reporters, as of the end of 2017, XTEP has sponsored 29 important marathons and 11 running events.

XTEP international in Hongkong

The performance is also commendable.

Since the 2017 annual report, XTEP's international share price has risen slightly despite the decline in both revenue and net profits.

Executives' buy back and 10th anniversary special dividend schemes have become favorable factors for the rise in stock prices, and the gross margin has increased by 0.7 percentage points to 43.9%, making it a rare bright spot in the annual report.

Zhang Xiaodong, China's Thai asset management department, told reporters that although XTEP's gross margin was two percentage points higher than that of 331, compared with the 47.06% and 49.37% gross margin of XTEP and Anta sports, there still exists a gap between the three.

"Compared with the steady development of the leading Anta, the rising Lining, and the development.

XTEP international is betting on the track of subdivision in running, but it has yet to see its effectiveness in terms of revenue and net profit.

In addition, in the face of the channel sinking of foreign sports brand giants and the accelerated penetration of foreign capital sports brands, how to seize young consumers and get their brand identity may be the biggest pain.

This is also a problem that Anta and Lining need to face together.

Zhang Xiaodong said.

In addition to reshaping the brand image, the four major sports brands in China are investing more in technology research and development.

In the 2014-2017 years, the cost of Anta's scientific research activities has accounted for more than 5% of the cost of sales, and the proportion is similar to that of Nike and ADI.

According to the State Patent Office data, there are 876 patents in Anta, which are higher than those in China.

Competitor level (around 300-400).

Lining focused on slow shock technology and launched the "Li Ningyun" series.

。

According to Lining's official introduction, "Li Ningyun" running shoes materials come from the foaming of polymer materials, and after foaming, the wrinkles and frame walls of the materials are obviously more than those of other traditional foaming materials.

。

Therefore, the physical structure of materials can be similar to the obvious rebound of springs.

Lining sales staff told reporters, "this is the best selling shoe of Lining online store."

31st degree is also increasing investment in R & D.

In view of the different functional requirements of professional footwear, 360 degree autonomous development technologies, such as SAC-air, NFO, Bumper MD, REV Air and Arch Lock, have accumulated 273 patents.

In February 2018, SPIRE3, a 360 degree neutral running shoes, was awarded the global design award of the ISPO Expo in Munich, Germany. It is the largest comprehensive Expo in the world sporting goods and sports fashion industry.

XTEP international has launched the fifth generation of shock absorbing running shoes according to the different characteristics of men's feet and sports.

XTEP international official said the shoe's rebound performance was 30% higher than that of ordinary shoe material, compared with ordinary materials.

The weight of the product is reduced by 30%.

An associate professor at the Department of physical education and research at the Peking University told reporters that product development and innovation are the key to competition in the head business, and this can be traced back to the gap between countries in basic scientific research.

Foreign brands have accumulated huge amounts of sports data, and R & D investment has continued to increase.

In contrast, domestic sports brands only pay attention to R & D in recent years.

In terms of ergonomics, bionics and material science, there is a clear gap between Chinese enterprises and foreign enterprises. It is not a small challenge to find suitable R & D personnel.

Erwin, executive producer of the sports new media, believes that consumers have a natural brand awareness for sporting goods.

As long as the price is acceptable, the high-end international brand will be chosen.

He believes that the rise of domestic brands to the second tier cities is much more difficult than that of international brands to the three or four tier cities. After all, the brand loyalty of consumers is irreversible to a certain extent.

The competition in the future is bound to be more intense. Domestic sports brands need more efforts in brand positioning and technology research and development.